以《罗辑思维》为例探讨自媒体的盈利模式.docVIP

PAGE PAGE 16 以《罗辑思维》为例探讨自媒体的盈利模式 摘要：自媒体自问世以来凭借其草根性、去中心化的特点，吸引了大批拥蹩者，越来越多的人习惯于从自媒体获取新闻资讯，自媒体逐渐取代传统媒体，在我们的日常生活中发挥着不容小觑的作用。《罗辑思维》作为自媒体盈利的代表，其商业模式得到了业界学者的广泛关注和其他自媒体的争相效仿，本文通过借鉴《罗辑思维》的运作方式，整合行业内学者的研究成果，总结出自媒体存在着以下几种盈利模式：内容营销模式、广告营销模式、会员收费模式、平台广告分成、众筹盈利模式、电商模式。如今自媒体需要不断开拓新的、有效的盈利模式，形成自己的核心竞争力，才能在激烈的竞争中脱颖而出。 关键词：自媒体; 盈利; 罗辑思维 A study on the profit model of We Media from the perspective of Luo Ji Thinking Abstract: Since the birth of We Media has attracted a large number of fans，because of the characteristics of grass roots and de centralization. We Media has gradually replaced the traditional media and played a role in our daily life that can not be underestimated. More and more people are accustomed to getting news from it. Since the media in our country originated in the blog, after micro-blog, WeChat accumulated a large number of fans, and to achieve the greatest degree of cashability. As a representative of the profitable media, the business model of “Luo Ji Thinking” has been widely concerned by scholars and other media to follow suit. In this paper, by referring to the Luo Si thinking mode of operation and integrating the research results of scholars in the industry ，the author summed up from the media there are several profit models: content marketing model, advertising marketing model, membership fee model, platform advertising into, all the profit model, electric business model.Now We Media need to constantly open up new and effective profit model, to form their own core competitiveness in order to stand out in the fierce competition. Key Words:We Media, profit, Luo Ji Thinking. 正文 自媒体的概念产生于西方国家，2003年7月，美国新闻学会媒体中心发布了由Shayne Bowman和Chris Wills撰写的全球首份有关自媒体的专题报告《自媒体：大众将如何塑造未来的新闻和信息》，在报告中两位学者对自媒体的定义进行了说明：“自媒体是大众借助数字化、信息化技术，与全球信息及知识系统连接后所展现出来的大众如何提供、分享他们自身的信息、新闻的渠道和方式。”自媒体自诞生以来凭借其草根性、自发性、个性化、碎片化等特点，受到了全民追逐和热捧。由于自媒体门槛较低，操作简便，许多人纷纷加入到自媒体行业。在积累大量的粉丝，扩大影响力之后，自媒体人开始着手实现流量的变现，在这个过程中，少数头部自媒体赚得瓢盆满钵，更多的自媒体则面临着生存的困境，如何实现盈利成为了所有自媒体人都最关心的话题。 一、 自媒体在我国的发展 在我国，自媒体的发展可以分为博客、微博、微信